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06/20/2008: "It's Smart To Have a Minimum Fee To Get Maximum Results From Your Marketing."

Copywriters are seldom paid what they're worth. That's especially true with those of us who work strictly on the Internet.

I think one of the reasons we have pay issues is because people who search the Internet for copywriters, and for anything else, look for the best they can find but, more importantly, the cheapest they can find.

Well, it's their loss, of course. When they exchange their money for a cheap copywriter, we know what they get. But, let's leave that for another day.

Today I want to deal with how to get what you're worth. At least I'll deal with part of the issue. The entire issue is much too big for one column.

Do you have people calling you and asking for a quote who run you through the paces? They tell you their story. (Everyone loves to tell their story.) They tell you about their copywriting project. It sounds good to you. You could do a terrific job for them. You begin to visualize all you can do for them.

You ask their budget. Of course, they become uncomfortable, maybe laugh an uncomfortable little giggle and they won't give it. Scares hell out of them. Unless, of course, you're dealing with another professional who understands our business. So you give them a quote based on your fee and their need.

What happens? Well, in many cases they don't have anywhere near the money you need to perform the job and do it right.

You've wasted hours or a day or a week talking and conferencing and all that stuff only to discover the ol' boy can't afford you. No way. No how.

Well, you can't be prepared for everything. But here's one thing you definitely can, and should do: Put a minimum fee notice on your quote form and in your marketing material, including, of course, your Web site.

Now, I don't care what your minimum fee is. That's up to you. But have one. And make it a fee that will make you happy with a relatively small job and still give them a fair deal.

You'll get less prospects. But they'll be prospects who just may become clients because they know going in what your minimum fee is. And you should make sure they know when you talk with them. "John, you do understand that my minimum fee for any project of any size is $3,000. Right?" Don't take a chance that he doesn't know that and accept it as fact.

I implore you to always do the very best for your clients. And always be helpful to people. Be gracious. At the same time, however, do not allow your prospects or your clients dictate to you.

If they have a rush job, that emergency is their problem. It's not yours. If they want to pay you extra for it, fine. If not, let them accept your regular time frame like everyone else.

Back to the minimum fee . . . do have one. It will keep the hundreds of little fishes out of your pool and you'll be able to land the big fish that really matters.

The Internet is being invaded by people seeking cheap copywriters. Now is the time to put your foot down and your price up.

No one respects a cheap copywriter. I love people. I think most people are wonderful. But people will use you and abuse you if you let them. (Is that from a song? If so, I apologize for plagiarizing.)

Figure out what a good minimum for you would be and post it. Then, stick to it. It will help you become a successful copywriter.